Innovative Music Sharing Programme
Wednesday 28 January 2009, 12:11PM
By PPR New Zealand
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BACARDI is pleased to announce the release of the eagerly awaited Groove Armada Mini-Album, available at www.bliveshare.com, the innovative new BACARDI B-LIVE Share programme.
BACARDI B-LIVE Share is a world-first online music movement that encourages users to legally share and enjoy music for free, as part of an online community. Four brand-new, previously unreleased, Groove Armada tracks are now available on the site – one of which is rumoured to be the ‘Superstylin’ of 2009.
New Zealand BACARDI brand manager, Michael Brabant, says the new music-sharing mechanic is the first of its kind globally, and the initiative is particularly exciting for both BACARDI and Groove Armada.
Music fans can create their own online community through the www.bliveshare.com micro-site, and via widgets that can be integrated into personal social networking environments. The more friends each user invites to participate, the more tracks users can access.
“The BACARDI B-LIVE Share initiative is the first of its kind, countering traditional thinking that the sharing of music online is something that should be stopped,” says Michael.
“Instead BACARDI B-LIVE Share empowers sharing as the future model for content distribution, creating a legal platform where the artists, BACARDI B-LIVE Records and the publisher are all remunerated.
“It’s very exciting that Kiwis can be involved in this world-first initiative.”
Groove Armada’s Andy Cato agrees and says sharing music has always taken place, its giving away music that’s the problem.
“When you give away music for free it’s disposable. When you share it, it’s done with love,” says Andy.
Michael believes that as the online music environment continues to develop, the BACARDI B-LIVE Share concept will become increasingly relevant.
“The concept allows consumers to take a more ethical approach to downloading music online, by supporting artists through a legal downloading format,” says Michael.
The Mini-Album release highlights an eight month, first-of-its-kind collaboration between the brand and the music group. In March last year BACARDI announced a ground-breaking, multi-faceted, one-year partnership with Groove Armada, who the brand signed as Music Directors for BACARDI B-LIVE - the global experiential marketing programme.
This relationship saw Groove Armada side-step music industry tradition, working instead with BACARDI in producing BACARDI B-LIVE, B-LIVE radio shows, tours, recordings and helping to nurture new talent.
BACARDI brand manager Michael Brabant explains that the relationship established between BACARDI and Groove Armada is a continuation of BACARDI Rum’s long standing history as a patron and promoter of music.
“From the first recordings of Cuban music in the early 1920s, Don Facundito, founder of BACARDI, would share his passion for music while driving around the streets of Santiago de Cuba. On his travels, Don Facundito would be accompanied by the music of his favourite band, El Trio Matamores, who would perform live for him and any lucky passers-by.”
Today BACARDI and Groove Armada are continuing to evolve this family tradition by encouraging music fans to share their love of music.
The four-track Groove Armada Mini-Album will be available exclusively through www.bliveshare.com for a finite period from 20 January through to 16 February 2009, after which the Mini-Album will be available via commercial digital release.
For further information on BACARDI B-LIVE go to www.bacardi.com or experience the future model of music content distribution by visiting www.bliveshare.com